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How To Do Amazon Keyword Research For PPC Campaigns

Published on: December 2 2022 by Tatiana James

How To Do Amazon Keyword Research For PPC Campaigns

How To Do Amazon Keyword Research For PPC Campaigns

hey everyone it's tatiana and i'm
excited today
because i have bradley sutton with me he
is the director of trading and
chief evangelist with helium10 and he is
not new to this channel
he's been on here many times before
sharing some amazing content
lots of tips for our amazon sellers so
bradley thank you so much for taking the
time to be here today
today we're going to be diving into
keyword research
so for those of you who are struggling
to find the best keywords
also keywords to help you optimize your
ppc campaign so they don't cost you an
arm and a leg
bradley's going to help us do that today
so bradley
welcome back thank you it's great to
be here it's like hard to believe
sometimes i think this is probably you
know you know maybe our fourth or fifth
video but the first one we did was
i believe like uh towards the end of
2018 and now we're in 2021 so it's kind
of
crazy to think about it yeah too long
too long but that's you know that's life
it just time goes by and
you know we got to do these every
quarter though because i love doing
videos with you
yes absolutely likewise too so uh let's
hop right into it because i think if
if if 2020 or 2000 who says 2020 if 2020
uh taught us anything is like in amazon
at least is how important having a good
ppc
strategy is and i think that's one of
the things that so many people struggle
with
uh is like and they always want to like
outsource that and that's fine for
people who there's great agencies out
there and stuff
but the reason that people you know do
that more than like you
you don't hear that much oh i need to
find an agency to handle my
my keywords or i need an agency you know
to handle my product research you don't
hear that as much as
anybody know any good ppc and and the
reason is because
people are kind of intimidated by ppc
especially
in the beginning it's like what if i
turn this on and this all of a sudden
hundreds of dollars are gone from my
account and i didn't get anywhere you
know
very much yeah yeah so so it's like all
right i want to tok about how to find
the initial
you know keywords and also products that
you can target
and then how to maybe like optimize it
you know down the road
um does that sound good that sounds
excellent that's definitely something
that a lot of people struggle with i
know i get a lot of emails from people
concerned about their ppc when they
first turn it on it's costing a lot of
money they don't know what they're doing
they don't know how to optimize
so this is going to be a very fitting
video today
excellent excellent all right so like
always i like to just do things
like live here so you know we didn't
practike this or anything can you give
me
a pretend product like we're gonna make
our own tatiana and bradley
pretend product what is that product and
let's search for it on amazon
okay well in front of me i have a giant
pink exercise ball so how about exercise
ball
sounds good ex now i don't have access
to a gym
so i have all this home equipment that i
can travel with
okay yeah i mean uh i i need to use
any kind of exercise anything exercise
ball would be great i've
kind of let myself go here and i hope
nobody's watching
the video we did like maybe nine months
ago and then this one right after
because i'm gonna look like a different
person with how much weight i've gained
but anyways that's a side story
let's see here so we're gonna have an
exercise ball
and this is our product so like let's
say we just started out you know we
already
did basic keyword research in order to
make the listing and we did videos
before
that tok about that but then the
question is all right i'm ready to you
know i got my product in stok
now i'm ready to make my first ppc
campaign what are the keywords
that i can focus on like how do i know
uh
what is important so what i would do is
i would do something i would do some
similar research
uh as far as what the top five keywords
for my competitors are
because in any niche on amazon there's
always like five to ten keywords where
it's like hey
if i am not converting for these
keywords
i'm not gonna have success so those are
ones that you can probably target from
day one so
i'm gonna run x-ray here on this page
just to see you know maybe
who some of these uh top uh top sellers
are
and by the way bradley will you just
briefly describe
what helium 10 is sure sure
so helium 10 is an all-in-one uh suite
of tools for amazon sellers all right
we've got
everything from product research keyword
research
listing optimization financial tools
we we have we even do lines of credit in
helium 10 now which is kind of
hard for me to believe but pretty much
anything from a to z that you would need
at any step of the amazon journey
we we've got that in our tool suite an
x-ray
here that i'm using is just one of the
over 25 tools that we've got
right and this this works with chrome so
it's a plug-in that you can
uh add to your chrome browser exactly
exactly so this here is something that
you know
it doesn't work with like the other uh
browsers but i think everybody nowadays
uses chrome you who are old-timers like
me might remember uh
netscape like other other browsers like
back of the day but
everybody's on chrome now so anyways i'm
here on chrome
and what this is showing me is is
of who here is on page one the products
are on page one
what's the estimate of kind of like what
they're making how many reviews they
have
etc so what i'm gonna do is i'm just
gonna get a list
of some of the the top selling ones here
on this page
and i want to analyze if i can see any
trends as far as what is the main
keywords
that they are getting sales from so
let's just go ahead and pick some of
these let's just i'm gonna pick
like four random ones here or five or
six
all right and then i can just look at it
just to make sure these are all pretty
much the same product
and you can see that there okay let's do
one more
and then i'm going to put it into our
cerebro
tool and actually what i just showed you
tatyan even though you've been using
helium 10 a long time you've probably
never seen before because
we never had that functionality where
you can just take it from x-ray
right into cerebro so yeah very
efficient
all right so this is basically just what
it's doing and it only takes like 30
seconds here
it's finding all of the keywords that
are have activity for some of these
products either
where they're showing up for in organic
search results you know just the regular
seven pages where they're showing up for
in sponsored
ad results and like the keywords that
amazon recommends and we're going to
tok about each and every one of those
and how uh how that information
can be useful all right so as you can
see here we've got 37 000 keywords so
it's like wait a minute
i'm not going to make ppc campaign with
37 000 keywords
how do i number one pick the top five to
10
that i'm gonna do what's called an exact
manual campaign ppc like hey i'm telling
amazon
the specific five or ten keywords that i
want them to start with so
i'm going to put here a search volume of
at least
let's just say 1500 searches a month
this is this is obviously a bigger
market this is not some magic number
guys you know
some some markets you might do 500 and
i'm gonna say
show me the ones where let's see we got
one two three four
five we got six competitors here i would
like to see the keywords
were at least four out of the six
they're all ranking for at least four
out of the six
and if i were to take the rank average
let's just say
they're between like one and thirty so
like if i take the average
of where they're showing up organically
they're kind of all on page one let's
see what that
whittles this is the pages pages one to
page 30.
no that would be yeah it's or page one
to seven but like the positions
so it's actually all on page one so now
i mean back in the day back in our day
uh you know there was only like 20
listings on page one but nowadays it's
like ridiculous like 50
they put on page one so so yeah one to
thirty nowadays is all on page one
yeah because they know people don't like
to go to page two page three so they
just add more to page one
exactly exactly and here we've got a
great list of keywords now this is
actually 30 i'd probably whittle it down
i love seeing this what do you know what
this means oh this is uh
spanish yup spanish keyword which is uh
you know if you literally translate ball
for exercise you know so obviously
that's the spanish word for
for exercise ball and regardless of what
country guys that you are selling in
i guarantee there's activity in other
languages you know in america
probably the language that has the most
other activity is spanish you know
there's a lot of spanish-speaking people
in america who search in spanish
conversely you go to amazon germany
guess what there's a lot of people
searching
in english you know on amazon journey so
you shouldn't
forget about these keywords so for me
these keywords are all the top keywords
that i would target from day one
a lot of these and why do i say that we
we take something like
workout ball right the reason why this
came up here
okay we can see here these are the
positions
of those top selling ones look at that
one
is number three page one position three
one is page one position seven
one is page one position nine ten i mean
like they're all like at the top of page
one so it's
obviously like for if you want to be a
a good selling exercise ball you've got
to be ranking for this keyword so
these are great keywords to start with
for ppc
in my exact campaign now i can actually
see some of the ppc strategy
from my competitors all right let's just
take one why why don't you uh
tell me one tatiana here that you want
me to like dig into to see if we can
like kind of like
reverse engineer some of their ppc
strategy anything okay any one of these
things um how about the
the pink one the 1999.
wait where did that where did that one
go okay i see it right here all right
let's go here pregnancy birthing ball
my goodness they didn't have this when i
had rankings i've never heard of this
kind of that's pretty cool
let's go ahead and copy this asin and
we're going to go right back into that
tool of cerebro
and let me show you how we can kind of
see we're going to see first of all are
they doing sponsored ads you know like
do we have activity of them running
sponsored ads or sponsor brand ads
and then number two if they are can we
maybe
check what they're bidding high for all
right so that might sound mind-boggling
something like what
you know are you guys hacking people's
accounts how do you know this no we're
not doing that we're just kind of like
using a
uh deduction process here okay so right
here i see that they
have 1443 sponsored keywords all right
so what does that mean that means that
we have detected
their product showing up in sponsored
ads for this many keywords so right off
the bat i already know
part of their strategy i guarantee that
these people are running
broad and or auto campaigns there's no
way that they have 1443 like exact
magnets so i already have an insight
now how you know can you explain tatiana
to everybody like
the bidding process like how bidding on
ppc works and how it maybe like affects
where you show up well it's it's whoever
has the highest bid
so if you are bidding you know the most
for a
certain keyword then your listing is
going to be showing up when someone
searches that keyword in the amazon
search
yep exactly exactly and just like any
kind of auction i guess you could say
you know the more you bid the better
chance you have at getting a better
position just like tatiana said so
what i'm going to deduce from that is
like okay if i can find the keywords
where at least the last time uh helium
10 check they were
they were pretty high up there that
probably means
they're bidding high for that keyword
and then if they're an experienced
seller like
like if this product is getting a lot of
money i would assume
that they're an experienced seller and
you're not gonna bid high
on a keyword unless you have some kind
of history that has been working well
for you
so it's almost like i'm taking advantage
of the fact that they were already doing
their trial and error in their ppc
and i could see the finished results so
watch this i'm going to say
where have what keywords that maybe at
least have 200 searches or something
have we detected them like in the top
five
of the sponsored results and that would
be let me just show you guys here
that would be kind of like uh where is
it here at the top you can see like
here's the top four like at the very top
of the page
these are all sponsored at so like i'm
looking for ones where they're showing
up there let's see if there's any of
them
wow 100 wow they're bidding high on a
lot of keywords here 173
different keywords but then i can look
here and exercise
ball pregnancy maternity ball look at
this right here it says sponsored rank
this is telling me that they at the time
the last time we checked you know
sometime in the last couple of weeks
they were showing up here all right and
then i could see is that the case like i
could just go here yoga ball pregnancy
let's look the last time we checked they
were number one that's not to guarantee
that they're number one now
but usually they're pretty high up there
they're still number one
so right off the bat that tells you yes
i mean the last time helium 10 checked
and even right this second live
they are the first ones so to me i'm
like wow
if i had a pregnancy birthing ball what
would you what would you do
well also if you if i was just thinking
how smart it is because
a lot of people they're searching for
exercise balls uh
even if like their intention is to buy a
pregnancy ball but they just search
exercise balls
and the pregnancy ball is essentially
the exact same thing but they're using
the words the keywords that are going to
draw people
to to that listing versus these other
people here they're just writing
exercise ball
uh they're not specifically marketing
for
pregnant women that's a great point
that's a great point i mean
i didn't even think about that but if
you're looking at this i mean there's
literally nothing different about these
products they're probably all made at
the same factory yeah but these people
are are going the extra mile and
marketing to a different market
or a broader market uh while not
forgetting their core market like says
right here hey there's training and
fitness all right
but hey it's pregnancy and it helps them
stand out because
everyone else is just an exercise ball
right so it's
it's actually very smart because they're
very niche and sometimes the more niche
you are the better because there are
people
like as long as there's demand in that
in that niche
then it's a good thing because there's
going to be people searching for that
excellent point excellent point so guys
make sure you paid attention to that
because
when you get into more competitive
markets
it becomes that much more important that
you start considering those things
how you can differentiate yourselves uh
where you can still have success as a
new player in an existing market and so
may they
this this this uh listing might have
been looking like man
this exercise ball is saturated but they
were able to find like an angle
that could give them a leg up on the
competition so super important uh to
understand that
so right here i've now i now had a list
of maybe my top keywords i could target
now i have a list here and i can do this
for other top competitors where i can
see
hey where are they showing up high for
so i know that
they probably have some good traction
there now
another thing that's important is let me
just see if there's anything here
whoops i clicked under sponsored ad so
i'm sorry uh gal sports i just cost you
a dollar fifty pay-per-click my bad
um but anyways let's go here
they're listing down here
uh they have other items that are
frequently bought together
are they selling those items to
um sometimes uh it could be like this
one looks like it might be the same
company
i'm not sure but that's the beauty about
this
is it's we can see what people are
buying at the same time
all right so like there's sometimes
listing like this one doesn't have it
this listing doesn't have it
but sometimes there's this section have
you ever seen the one that says
customer also bought yeah yeah so like
the difference between customer also
bought
and frequently bought together is that
frequently bought together means that in
the same purchase
like the same shopping cart people are
buying there's a history
of people buying these things the
whenever you guys see the customer also
bought
that's saying that okay maybe monday
they bought this
but then wednesday they bought something
else so in though in that one sometimes
it's irrelevant
like you know maybe monday i buy
exercise ball wednesday i buy
a water bottle that doesn't mean that
people who buy exercise balls
will always buy water bottles but if
they buy it in the same purchase
sometimes it has a little bit more uh
you know
relevancy um and
yeah you can see i have no idea what the
heck
upside down perry bottle for postpartum
postpartum i know that has to do with
pregnancy but
i don't know what that is but anyways um
how can we actually see the history of
this because
there's something in ppc called product
targeting that
is very very important and product
targeting
are these ads here this is a big part of
product targeting
so these people these other uh listings
they're targeting this this uh listing
here
so that they show up here and then
actually now they're on this page
how this works is if i if i'm on this
page and now i'm going to go start
searching for other stuff all of a
sudden i'm going to still see ads
for for some of these balls like it's
it's like they're going to start
following me all over amazon
but you've got to have somebody to
target right so the question is
this is a great way looking at
frequently bought together
to know who to target because it's not
like you're guessing that
oh maybe somebody interested in this
exercise ball
would be interested in this no i have
the exact i have the exact
information that it is and what do you
notike though here what about these
tatiana what do you notike about every
single one of these
in this they're all what uh they're all
balls
they're all balls and that makes sense
right it's like hey
i've got an exercise ball i'm going to
target this exercise ball but what don't
you see
here that we saw in the frequently
bought together
either of those other products yeah
whatever those products are
i don't see that here so imagine if we
had this product or this product
i would have a leg up on my competition
because i would target this ball
and then i would be the only postpartum
whatever that is
uh showing up here and i'm gonna have a
big leg up on my competition now
here's the thing this is not the same
every day like based on what people are
buying
uh it might change every week or every
day even sometimes
so what we're doing and we don't have
data on every single product
but another thing that i suggest that
people do is
investigate the the history of what we
show as showing up in the frequently
bought together so
you go to black box and helium 10 and
the product targeting
and then you put the acid in there and
then if we have data on it which again
we don't always do
this one it turns out we do i'm gonna
search for
what has shown up for infrequently
bought together
in the past uh couple months and look at
this this is pretty interesting so
people
who have bought that pregnancy ball have
bought
uh a t a t for
menstrual support and labor uh they've
they've bought these small weights
they're very concerned with their
exercise
oh look look here's that product that we
just saw right there the
pain and itch spray uh we've got
breastfeeding cream
we've got another kind of tea so this is
a great way what you don't notike
is actually the exercise ball so yes you
should target
similar products but people don't buy
one exercise ball and another exercise
ball together it's like
they just pick kind of like one so this
is a great way to get
related products that you can target in
your ppc so then what do you do once you
have this information
yeah once you have this information what
i'm going to do here's how you tie in
everything
all right so here's my ppc strategy
uh checklist for a brand new listing
number one
i am going to start three campaigns that
are tied together in ppc
and we in helium 10 we actually have a
tool called ads
where you can do that all at once but
even if you don't have ads that's
totally fine this is how i would do it
i have three campaigns to start one is
an exact manual campaign
and in there in the beginning from day
one i'm putting those top
five or top 10 keywords that i did in my
keyword research that we showed you
number two is i'm doing a broad match
campaign
where i put in like short tail keywords
like if pregnancy
ball is or pregnancy ball is my product
maybe i'll put
pregnancy or or exercise or like
or i give amazon a broad a broad you
know kind of playground to pick words
and then the third one i'm going to do
is an auto campaign
just because i don't want to think i'm
so smart that i can think of any
possible keyword that people do
i want to let amazon choose some some
keywords because i
guarantee that you put an auto campaign
out there you're going to convert for
keywords that you didn't even think were
relevant
to your listing so those are the three
now the fourth campaign that i start
um by the way i'm sorry those three
campaigns those work together
so like how it works in our ads tool is
if something converts in an auto
campaign
it'll tell me hey you should probably
put this in your manual campaign
so you you make those campaigns work for
each other the fourth campaign i start
from day one
is the product targeting campaign and
the product targeting campaign is only
acens or only other products
and my initial list of those is this
frequently bought together
and a mixture of this with my top
competitors like i'm not saying if you
have an exercise ball don't target other
exercise balls
you still should but i do a mixture
instead of just targeting balls
i'll target these other pregnancy
products and then
your auto campaign that you start in an
auto campaign
amazon will also show you for other
products so whatever you convert for
there
i would move that to my uh product
targeting campaign so that's like kind
of like
the bradley four campaign strategy to
start your your amazon list i love that
that's a great action plan for
people who have just listed their
products and are confused about the
you know how to set up these campaigns
how many campaigns this is really
excellent information
so i guess just the last question is so
once people set up these campaigns
they've let them run for a few weeks
now they're going back to kind of
re-evaluate and
assess like how these campaigns are
performing looking at these keywords
what are your suggestions and tips with
that to make sure that like
hey if i see that a keyword is costing
me too much you know
like how do i assess this uh properly
yeah so let me share my screen again and
i'll show you exactly like you know 60
seconds or less kind of like what i do
for that
uh i always whether you use a tool or
not
you need to have goals all right for
your own personal goals and that's
different for different people like
a cost is important what's your
advertising cost of sale
you should have a goal like hey i want
that to be 20 i want that to be 30
uh you know like how many clicks do you
get
on something without a sale where you
decide you know what i gotta stop the
bleed and stop my spend on this and i'm
gonna negative match it all right
so set all that up on your own here in
ads i set that up this is our tool
i already pre-programmed those in so
that what happens is
is helium 10 is now telling me like for
example right here
my uh my target a cost is 30
and i can see here on which witchy gifts
that's a funny word but that's for a
coffin shelf
uh not an exercise pregnancy ball um
witchy gifts
i'm actually i have a target of 40 but
i'm only at 22
so it's telling me hey you it's probably
gonna tell me i need to increase yep
it's saying hey why don't you increase
your bid you got such a low a cost why
don't you increase it maybe you can get
more exposure
some of these i'm not hitting my goal
like my goal on this one is 30
i'm over it so it's telling me you know
what maybe you should lower your bid by
15 cents
now here it's pretty easy like those two
things i just said
i just hit that and it's done i don't
have to go to my seller essential or
anything that's awesome
literally done so it's a little bit if
you don't have yeah go ahead
it's literally training you and then it
applies
those suggestions for you if you approve
them that's fantastik
exactly exactly so that that's kind of
new to helium 10
but that same logic guys eve for i know
a lot of you guys don't have healing 10
you still got to do that you just got to
do it manually yeah
how would they do that if they didn't
have helium 10 like how did you use them
to do your ppc what did you have to
download and stuff like that
yeah all the reports and i'm like not a
numbers person and i'm not a report
person so it was always very confusing
for me that's actually
one of my reasons why i stopped doing
paid advertising altogether
you know i'm an anomaly when it comes to
that i recommend people do paid
advertising
but for me i was just like that was just
way too much of a
different world for me a different
language that i'd rather do a lot of the
other types of advertising
that's different so yeah it's this is
this and that's the thing about these
tools is that you don't
need helium 10 to
have a build a successful amazon fba
business
but it's sure going to make your life a
hell of a lot easier and it's going to
help you
tremendously because you're using these
calculators
embedded into helium 10 and these
basically you know what you just showed
us the
trainers that are going to help you
modify your listing improve your listing
all of that stuff
otherwise you're kind of just leaving it
up to yourself and you're prone to human
error
and so these you know helium 10 just
makes so much sense and i think that's
why
you know helium 10 is so popular i don't
think that there's
any um experienced amazon seller out
there who doesn't know what helium 10
is um and everyone that i know uses
uh a software to help them yeah and it's
just a
personal preference but i certainly do
recommend uh helium 10 just because you
guys
you guys are more in my opinion you're
you are great for beginners
but i see that most of the
the biggest benefits of helium 10 are
for people who
are a bit more intermediate because you
have so many tools you have so many
different unique features
to help grow the business and it's not
just about finding a product it's so
much more than that
um so for people who are a little bit
more intermediate they can actually
appreciate helium 10
a lot more absolutely and that's i'm
glad to hear that because that's kind of
like our goal you know so so to hear
somebody
uh independent kind of say that it's
kind of like yes we're actually
accomplishing what we're trying to do so
thank you for that
yes well bradley it's it's been a
pleasure thank you so much again you're
always
adding so much value to to my audience
and um
appreciate having you on here and for
those of you guys watching if you are
interested in registering for helium 10
you can get a 50 off discount for your
first
month by using my coupon code and my
link which is going to be linked in the
description box below
or you can go to tatianajames.com
helium10
the coupon codes tatiana that's going to
give you 50 off your first
month or 10 off your monthly membership
subscription so we definitely recommend
that for you
but nonetheless this video is going to
be really great for you with your
keyword research i recommend that if you
do have helium 10
you watch this video and you apply uh
everything that bradley showed you
step by step if you feel lost and you
don't know how to
improve your keywords and your
you know your ads and your advertising
so thank you bradley once again
and thank you guys for watching we'll
see you next time